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© IncreaseOnlineProfits.com - 2009 1
The Importance of Ethics in Social Media in Marketing & Advertising
Presented by:
Karl KascaIncreaseOnlineProfits.com
626-795-9568karl@increaseonlineprofits.comwww.increaseonlineprofits.com
Follow me on Twitter: www.twitter.com/karlkasca Connect with me on LinkedIn: www.linkedin.com/in/kasca
© IncreaseOnlineProfits.com - 2009 2
What is Social Media?
Image Courtesy of: www.walyou.com - Are Social images free to use?
© IncreaseOnlineProfits.com - 2009 3
Flickr.com
http://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html http://www.flickr.com/photos/gmblogs/ http://www.flickr.com/help/forum/33525/
© IncreaseOnlineProfits.com - 2009 4
Types of Social Media Communication Blogs: Blogger, LiveJournal, TypePad,
WordPress, Vox Internet forums: vBulletin, phpBB Micro-blogging: Twitter,Plurk, Pownce,
Jaiku Social networking: Avatars United, Bebo,
Facebook, LinkedIn, MySpace, Orkut, Skyrock, Netlog, Hi5_(website)
Social network aggregation: FriendFeed, Youmeo
Events: Upcoming, Eventful, Meetup.com
Collaboration Wikis: Wikipedia, PBwiki, wetpaint Social bookmarking: Delicious,
StumbleUpon, Stumpedia, Google Reader
social news: Digg, Mixx, Reddit Opinion sites: epinions, Yelp
Multimedia Photo sharing: Flickr, Zooomr,
Photobucket, SmugMug Video sharing: YouTube, Vimeo,
Revver Art sharing: deviantART Livecasting: Ustream.tv, Justin.tv,
Skype Audio and Music Sharing: imeem,
The Hype Machine, Last.fm, ccMixter
Entertainment Virtual worlds: Second Life,
The Sims Online Online gaming: World of Warcraft,
EverQuest, Age of Conan, Spore Game sharing: Miniclip
Source: Wikipedia: http://snurl.com/dja7p How Accurate: Essentially same as Britannica!
Nature, 2005
© IncreaseOnlineProfits.com - 2009 5
What is Social Media REALLY about?
Disclosure
Transparency
Authenticity
Trust
© IncreaseOnlineProfits.com - 2009 6
Social Reputation
http://www.flickr.com/photos/silkcharm/2681008129/
© IncreaseOnlineProfits.com - 2009 7
Who cares about Social Reputation?
McDonalds: Could have anticipated “Super Size Me” trend
Source: http://www.distilled.co.uk/blog/
© IncreaseOnlineProfits.com - 2009 8
© IncreaseOnlineProfits.com - 2009 9
Facebook & MySpace
http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=215800519
http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html
© IncreaseOnlineProfits.com - 2009 10
Ghost Blogging
http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-
trusted/
© IncreaseOnlineProfits.com - 2009 11
Facebook – Who’s Content is it anyway?
http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/
© IncreaseOnlineProfits.com - 2009 12
Opinions/Comments – Got one? Are you sure about that?
'It's good pizza ... don't expect to be born again or anything."
Yelp: Man detailed billing dispute with chiropractor: Concluded he'd found a "better, honest chiropractor."
First chiropractor asked patient to remove review for "unjustly" characterizing him as "unethical and dishonest."
Patient refused. Chiropractor got a lawyer Patient did take down the post Chiropractor sued anyway. Settled out of court (so far…).
"The Cult of the Amateur“ by Andrew Keen
See & Read Article: “Wild Wild Web” by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomk
Comments with Company names/links: Should you, or should you not? Yes, if it’s considered acceptable by the “community” (Digg, Delicious, forums, blogs, etc.)
© IncreaseOnlineProfits.com - 2009 13
ePinions.com – Who’s Posting? – Can you tell if it’s your Competitor, or not?
http://snipurl.com/djq34
© IncreaseOnlineProfits.com - 2009 14
Twitter & Beyond…
Search.twitter.com: http://snipurl.com/djqxa Sony Stupid…: http://snipurl.com/djr0i
© IncreaseOnlineProfits.com - 2009 15
Twitter: Who are you, da da, da da, da da da da…
Anonymous Twitter names Autorespond (No!):
“Thank you for following me…” Spam bots Spam links (yikes!)
© IncreaseOnlineProfits.com - 2009 16
Social Bookmarking
http://snipurl.com/djrr2 - YouTube Voting Own Article/Post Tag & Ping
© IncreaseOnlineProfits.com - 2009 17
Second Life Gartner predicts that 80% of active Internet users and Fortune
500 companies will have an avatar or presence in a virtual environment like Second Life by the end of 2011.
The predictions were made during "Symposium/ITxpo 2007: Emerging Trends," and were accompanied by five laws to guide enterprises in their virtual ventures.
Fourth Law: Understand and contain the downside. Ask if virtual-world activities undermine or influence branding in the real world. Adult content is a large part of virtual economies, so appropriate behavior and ethics must be considered.
http://www.gartner.com/it/page.jsp?id=503861 http://www.knowprose.com/node/16634
© IncreaseOnlineProfits.com - 2009 18
Final thoughts…
Syllogisms (Used in Rhetoric – the language to persuade) If a b, and b c, then a c
All Greeks are Men. All Men are Mortal All Greeks are Mortal
The Moon is Green Cheese is Green The Moon is made of Green Cheese
Moral: Watch out for…false Persuasion and Deception. Strive for: Disclosure, Transparency, Authenticity, and Trust.